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This work deals with the assessment of the impact of value orientations on body image and the use of physical beauty practices by young women in Slovenia, Croatia and Serbia. The transitional course of events as well as the historical, cultural and religious differences of each country have also left their mark on the role and position of women in each of the countries. This research deals with how much modernization did, in terms of modernization theory (Inglehart and Welzel, 2007), through a system of dominant value orientations the use of the media and cultural features of the countries analysed, influenced the differences in the perception and understanding of the female body, which is reflected in the body image of women and the use of physical beauty practices. We analyse the impact of the factors (values, media influence, sociodemographic factors and body mass index (BMI)) on body image and the use of physical beauty practices by young women in Slovenia, Croatia and Serbia. The results did not confirm a direct impact on body image values, however, the value orientations were shown to be a relevant factor of the media impact and the use of beauty practices. Body image was also statistically significantly influenced by BMI and some sociodemographic factors (education, wealth). A significant impact of sociodemographic factors (size of place of residence, education, wealth) on values and physical practices was also proven.

The impact of value orientations on body image and the use of physical beauty practices by young women in Slovenia, Croatia and Serbia